Marketing Strategy for e-Government Services in South Africa: Cape Gateway Case Study :Marketing Strategy for e-Government Services in South Africa: Cape Gateway Case Study BM Maumbe, V Owei, P van Rhyn


Slide 2:Employment trends … 1800 - 2000 80 70 60 50 40 30 20 10 1800 1850 1900 1950 2000 % of workforce agrarian age industrial age information age Agriculture Manufacturing Services Information


What is Cape Gateway? :What is Cape Gateway? “Easy access to government information and services”


Slide 4:more specifically… a means of accessing information about government and its services focussed primarily (but not exclusively) on the Western Cape Province


With multiple access channels :With multiple access channels Telephone Walk-in centre Internet Portal Email Plus: facilitated access through agents


Important: :Important: Cape Gateway is an information product Government services are not provided by or through Cape Gateway Cape Gateway is information, including information about government services


Who will use Cape Gateway? :Who will use Cape Gateway? Demographics Residents of the Western Cape Government Parties interested in the Western Cape


Users are likely to be… :Users are likely to be… Unfamiliar with government Needing the most frequently requested information Unable to physically interact with govt. depts. Frustrated by complexity of or past bad experience Or: operating as a facilitator to help others overcome above issues


Branding of Cape Gateway :Branding of Cape Gateway Cape Gateway is a means of accessing information about government and its services focussed primarily (but not exclusively) on the Western Cape Province Multi-lingual Follow-up CRM type service Content by govt. departments directly (standardised) Citizen focussed Benefits: Convenient, single point of access, 24/7 online, geographically anywhere via telephone, no-cost W-I-C and online, simple, friendly, knowledgeable, trained facilitators, Info provided in normal language from user’s perspective, Empowering, Access govt. services more efficiently, less effort


Marketing Strategies: INTERNAL :Marketing Strategies: INTERNAL Roadshow Desk-side coaching Evangelisation-by-proxy (Communication Officers) Targeted general-purpose advertisements Intranet e-Newsletters Posters Brochures DVD’s Promotional material


Marketing Strategies: EXTERNAL :Marketing Strategies: EXTERNAL Education Call to corporate social responsibility Advocacy Infomediaries Premier, Ministers, Managers NGO’s Citizens (Word of mouth) Cape Access Advertising Newspapers (esp. community newspapers) (incl. editorial) Radio (incl. community radio stations) (incl. radio interviews) Internet Signage Pamphlets Posters Promotional Items Events Targeted publications


CAPE GATEWAY I-CONS :CAPE GATEWAY I-CONS


CAPE GATEWAY INTERNET BANNERS :CAPE GATEWAY INTERNET BANNERS


How is the success of Cape Gateway marketing gauged? :How is the success of Cape Gateway marketing gauged? Statistics In December Cape Gateway has reached its 1 million unique visitor The call centre receives 12 000 – 14 000 calls per month The walk-in centre serves between 500 and 700 visitors per month Customer Satisfactory Surveys Return clients Market research


Marketing CHALLENGES :Marketing CHALLENGES Promoting 3 levels of Government Branding all 3 channels Talking to the masses (multi-racial, multi-cultural) Customer Relationship Management Comprehensive usability evaluation for all 3 channels on a long term basis


Thank youpvrhyn@pgwc.gov.za :Thank youpvrhyn@pgwc.gov.za